SG Alliance
SG Alliance is a Singapore-based financial advisory firm offering personal and corporate wealth planning services through experienced consultants supported by the proprietary SGA Advantage digital platform, now operating as a member firm within Ascend Asia's KKR-backed network of over 2,000 advisers.
- Company typePrivate
- Founded2021
- HeadquartersSingapore, Singapore
- Headcount51–100
- GTM typeB2B and B2C
- OfferingServices
What SG Alliance does
SG Alliance Private Limited (also known in Chinese as 星汇财富私人有限公司) is a Singapore-based financial advisory firm founded in 2021 with 51-100 employees, headquartered at 450 Alexandra Road, Singapore. The firm offers two core service lines: Personal Advisory for individuals (covering life insurance, general insurance, investment planning, CPF investments, child education plans, asset management, retirement planning, and estate planning) and Corporate Advisory for businesses (covering corporate investing, impact investing, cash and reserves management, risk management, employee benefits, pension planning, and keyman insurance). Services are delivered by experienced financial consultants supported by proprietary digital planning tools and automated processing and CRM systems branded as SGA Advantage, with an external integration to EasiCompare for general insurance comparison.
Revenue is generated through financial advisory fees and commissions on the placement of insurance, investment, and other financial products sourced from a panel of industry-leading product providers. The firm operates on an 'open architecture' model, allowing consultants to recommend third-party products alongside any proprietary offerings, and it maintains strategic alliances with Quadrant Law (legal), FortisWills (estate planning), Hua Hai Family Office (cross-border wealth), and Riverside Trustees (fiduciary and trust services) to support complex client needs.
In May 2026, SG Alliance was acquired by Ascend Asia, a KKR-backed holding company, alongside Promiseland Financial Advisory and Infinity Financial Advisory. Following the transaction, SG Alliance operates as a member firm within the Ascend Asia network, which spans over 2,000 advisers and approximately S$3 billion in combined assets under advisory. The firm is regulated by the Monetary Authority of Singapore (MAS) and markets to both English-speaking and Chinese-Singaporean segments via its blog, social channels, and direct enquiry funnel.
SG Alliance firmographics
Firmographics- Name
- SG Alliance
- Legal name
- SG Alliance Private Limited
- Website
- https://sg-alliance.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- SG Alliance is a Singapore-based financial advisory firm offering personal and corporate wealth planning services through experienced consultants supported by the proprietary SGA Advantage digital platform, now operating as a member firm within Ascend Asia's KKR-backed network of over 2,000 advisers.
- Ownership category
- akta.pro rank
SG Alliance industry classification
Industry- Product category
- Financial Advisory Services
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Corporate Finance & Capital Advisory (BPAHADAB)
Keywords
Where SG Alliance is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
SG Alliance business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Financial Advisory Services: The company generates revenue through financial advisory fees, likely commission-based or fee-based arrangements typical of financial advisory firms in Singapore. As a member of Ascend Asia's network operating on 'open architecture' principles, member firms offer third-party financial products and proprietary solutions.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
SG Alliance product offering
Product offeringCore offering
SG Alliance is a Singapore-based financial advisory firm providing personalized Personal Advisory services (life insurance, general insurance, investment planning, CPF investments, child education plans, asset management, retirement planning, estate planning) and Corporate Advisory services (corporate investing, impact investing, cash and reserves management, risk management, employee benefits, pension planning, keyman insurance). Services are delivered by experienced financial consultants supported by proprietary digital planning tools, automated processing systems, and an integrated CRM branded SGA Advantage.
Product overview
SG Alliance is a financial advisory firm operating as part of the Ascend Asia network (a KKR-backed holding company). The company offers two core service lines: Personal Advisory for individual clients (covering life insurance, general insurance, investment planning, CPF, child education, asset management, retirement planning, and estate planning) and Corporate Advisory for business clients (covering corporate investing, impact investing, cash management, risk management, employee benefits, pension planning, and keyman insurance). The firm's consultants are supported by proprietary digital planning tools and automated processing/CRM systems branded as SGA Advantage, which integrates with an external insurance comparison tool (EasiCompare). The company operates on 'open architecture' principles, allowing member firms to offer third-party products alongside proprietary offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Advisory Financial advisory services for individuals covering life insurance, general insurance, investment planning, CPF investments, child education plans, asset management, retirement planning, and estate planning.
- Corporate Advisory Financial advisory services for corporate clients covering corporate investing, impact investing, cash and reserves management, risk management, employee benefits, pension planning, and keyman insurance.
Companies that use SG Alliance
Customer profileSegments2 records
Ideal customer profiles2 records
SG Alliance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
SG Alliance partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Ascend AsiacoreSG Alliance was acquired by Ascend Asia, a KKR-backed holding company. This acquisition brought the total adviser count to over 2,000 and combined assets under advisory to approximately S$3 billion. The network operates on 'open architecture' principles, allowing member firms to offer third-party products alongside proprietary ones to better serve Singapore's growing household wealth.
- Promiseland Financial AdvisoryminorOne of three financial advisory firms acquired by Ascend Asia alongside SG Alliance and Infinity Financial Advisory, contributing to the network's expansion.
- Infinity Financial AdvisoryminorOne of three financial advisory firms acquired by Ascend Asia alongside SG Alliance and Promiseland Financial Advisory.
- Quadrant Law LLCminorFounded in January 2021 by Bernard Tan, a senior practitioner with over 20 years' experience. Quadrant Law LLC commits to practising respect, accountability as well as good self and project management towards clients, fellow team members and suppliers.
- FortisWillsminorOne of the most established estate planning and will-writing companies in Singapore. FortisWills provides services that help prepare clients and their loved ones adequately for advance care if one day they should fall ill and lose the ability to communicate or look after themselves, ensuring legacy and assets are properly protected and passed on to loved ones.
- Huahai Family Office (华海家办)minorBased in Hong Kong and Singapore, Hua Hai Family Office takes the mission of being the most effective and comprehensive family office in China to help China's wealthy families change their destiny of wealth, fight against the life cycle of wealth, and realise long-lasting inheritance of family wealth. They provide customized services including asset allocation management, human resources management, legal and tax planning, study abroad immigration planning, and high-end life planning.
- Riverside Group / Riverside TrusteesminorRiverside Group provides end-to-end fiduciary and private client services for families and businesses around the world. Their services include wills, trusts, estate administration, company incorporation, accounting, corporate tax advisory and family office administration. Riverside holds a Singapore trust business license under Riverside Trustees Limited and believes trust and estate planning is for every family regardless of their level of wealth.
- Product Providers (Insurance, Financial Products, Investment Services)coreSG Alliance has gathered industry-leading insurance, financial products and investment service providers under one roof to give clients a comprehensive and clear advantage in financial planning needs.
Scale indicators3 records
Expansion highlights6 records
SG Alliance competitors and assessment
Company assessmentDirect peers
- MoneyOwl: Singapore financial advisory and insurance broker combining digital advice tools with human advisers. Competes directly with SG Alliance in personal financial planning, retirement, and estate planning.
- IPP Financial Advisers: Singapore financial advisory serving individuals and SMEs with insurance, investment, and retirement solutions. Similar product breadth and client profile to SG Alliance.
- Providend: Singapore fee-only financial advisory serving individuals and corpora tes, distinguished by its fiduciary/fee-only stance. Comparable customer segment and open-architecture positioning to SG Alliance.
- Finexis: Singapore financial advisory firm offering insurance, investment, and retirement planning. Operates an adviser-led model in the same niche as SG Alliance.
- Infinity Financial Advisory: Third financial advisory firm co-acquired by Ascend Asia with SG Alliance and Promiseland. Singapore-based financial planning and insurance advisory with a similar adviser-led model.
- Promiseland Financial Advisory: Singapore financial advisory firm co-acquired by Ascend Asia alongside SG Alliance. Operates the same open-architecture model serving individual and corporate clients, making it the closest head-to-head peer.
Broad incumbents
- AIA Financial Advisers Singapore: AIA's Singapore advisory arm providing life insurance and wealth planning. Competes for the same individual client segment as SG Alliance, with deeper product shelf and brand recognition.
- DBS Wealth Planning: Singapore's largest bank offering in-house financial planning and wealth advisory to mass-affluent and HNW clients. Overlaps with SG Alliance's personal advisory but with bank balance-sheet distribution.
- Great Eastern Financial Advisory: Subsidiary of Great Eastern Holdings, one of Singapore's largest insurers. Offers tied and open-architecture advisory with far larger scale and balance sheet than SG Alliance.
- Prudential Financial Advisers Singapore: Singapore arm of Prudential plc providing insurance and investment-linked advisory. Competes with SG Alliance across life insurance and investment planning for individuals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
SG Alliance social profiles
Digital presenceSG Alliance financial estimates
Financial estimateRevenue estimate
Valuation estimate
SG Alliance leadership team
Management profileNumber of profiles
Profiles1 record
SG Alliance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SG Alliance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SG Alliance
What does SG Alliance do?
SG Alliance is a Singapore-based financial advisory firm providing personalized Personal Advisory services (life insurance, general insurance, investment planning, CPF investments, child education plans, asset management, retirement planning, estate planning) and Corporate Advisory services (corporate investing, impact investing, cash and reserves management, risk management, employee benefits, pension planning, keyman insurance). Services are delivered by experienced financial consultants supported by proprietary digital planning tools, automated processing systems, and an integrated CRM branded SGA Advantage.
Is SG Alliance a public or private company?
SG Alliance is a private company. It is classified as corporate owned and is currently operating.
When was SG Alliance founded?
SG Alliance was founded in 2021. It employs 51 to 100 people.
Where is SG Alliance based?
SG Alliance is headquartered in Singapore, Singapore, in the Asia region.
How does SG Alliance make money?
One revenue line is on record: financial Advisory Services.
Who are SG Alliance's main competitors?
Direct peers on record are MoneyOwl, IPP Financial Advisers, Providend, Finexis, Infinity Financial Advisory and Promiseland Financial Advisory. Broad incumbents are AIA Financial Advisers Singapore, DBS Wealth Planning, Great Eastern Financial Advisory and Prudential Financial Advisers Singapore.
Does SG Alliance have an API?
No public API is recorded for SG Alliance.
What industry is SG Alliance in?
SG Alliance's product category is Financial Advisory Services. Its primary akta.pro industry code is BPAHADAB, Corporate Finance & Capital Advisory. Its NAICS code is 523940 and its SIC code is 6282.